Spotlight: Beats by Dre

Today’s Spotlight focuses on the long time collaboration between Beats by Dre, and Ammunition, a design studio dedicated to bring products and services that matter to market. Robert Brunner, founder of Ammunition, started working with Beats in 2006 after a small meeting with Jimmy Iovine and Dr. Dre.

"Beats by Dr. Dre is a line of high-performance headphones and speaker systems designed by Ammunition in partnership with hip-hop artist and producer Dr. Dre and Interscope/Geffen/A&M chairman Jimmy Iovine. Inspired by Dr. Dre’s frustration that 'people aren’t hearing my music,' the Beats team set about creating products designed specifically to support high-quality playback of popular rock and hip-hop music, and to be worn as iconic body art."

From then on, Mr. Brunner became the Chief Designer of Beats, and Ammunition created the product design for all Beats products, and created the visual design and out-of-box experience of the packaging across all categories.

With Apple’s recent acquisition of Beats, the design will soon transition to Apple’s in-house team. After the jump, see the full Beats lineup that Ammunition developed, hear what their founder has to say about working with Beats over the past 8 years, and his reflections on Beats' new future with Apple.

The Beat Goes On – We at Ammunition are absolutely thrilled that Beats—a business, a brand, a collection of products, and a group of friends that we have put so much of ourselves into—is becoming a part of Apple, arguably one of the world’s greatest companies and certainly the most design-led company of our era.

As a studio focused on pushing the limits of what design can do to create new business opportunities, we cannot imagine a more validating outcome. My journey with Beats began with a small meeting in 2006 with Jimmy Iovine and Dr. Dre at Interscope Records. The incredible impact that the design of Beats has had on culture as a result of our collaboration since that first meeting is still unbelievable to me. I am humbled by the thought that millions of music-loving people proudly wear Beats on streets all over the world.

Over the next few months, the design for Beats will transition away from Ammunition. It’s tough to step down as Chief Designer for a brand I take so much pride in, but it certainly makes it easier knowing we are handing the reigns over to one of the world’s most successful design teams.

Ammunition was founded on the idea that great design plays a powerful role in creating not just new products and brands, but great new business concepts and companies as well. Our team will continue to focus on that daily, and we look forward to continuing our work with clients and business partners, and welcoming the unknown opportunities that are waiting for us out there.

I’d like to take a moment to personally thank Jimmy, Dre, and Luke Wood. In addition to being great design partners, they have been incredible mentors to me over that last eight years, and they have helped me to grow as a designer and as a leader. And thanks to the entire team at Beats for an amazing, rewarding journey. We wish them all the best for their next chapter.

— Robert Brunner, Founder, Ammunition

Beats Studio

"The world’s most famous headphone has been completely redesigned and reimagined. The new Beats Studio® is lighter, sexier, stronger, and more comfortable, with precision sound, Adaptive Noise Canceling, a 20-hour rechargeable battery, and RemoteTalk™. It has all the energy and excitement you expect from Beats, plus a powerful, reengineered sound."

Beats Pill

"Along with product design, Ammunition created the out-of-box experience inspired by the name and iconic shape of the Pill. Taking cues from pharmaceutical packaging, the speaker is encased in a pill-like blister pack, which gives the feeling that the product is special, rarified and protected."

Beats Pill XL

"Beats Pill XL is bigger, louder, and has a built-in handle so you can still pick up and go. This speaker is loud enough for a big room or your backyard BBQ. It connects to any Bluetooth-enabled device so you can take your music anywhere."

Beats Solo2

"The Solo2 has arrived. Beats’ most popular headphone has been redesigned from the inside out. With updated and improved acoustics, the Solo2 lets you feel your music with a wider range of sound and enhanced clarity. Streamlined, lightweight, and durable, this compact headphone is more comfortable than ever. Take your music with you wherever you go, with the Solo2."

Powerbeats2 Wireless

"The next level of performance has arrived. Completely redesigned, Powerbeats2 Wireless revolutionizes the workout experience. Inspired by LeBron James, the wireless earphone brings to life enhanced performance with its sweat and water resistant design, 30ft Bluetooth connection, rechargeable battery, 6-hour nonstop playback, and Beats signature sound."

Beats Accessories

Ammunition worked with Beats to develop the packaging for the full range of Beats accessories.

About Ammunition:

Ammunition is a design studio dedicated to bringing products and services that matter to market. Founded in 2007, Ammunition is led by partners Robert Brunner, Matt Rolandson, and Brett Wickens. Their diverse team combines expertise in physical and digital product design, service design, brand identity, user experience, graphic design and packaging. They work across disciplines to transform great ideas into experiences that create an emotional connection with customers and achieve business success for their clients.

Andrew Gibbs

Andrew Gibbs has been called an “innovator in the world of design” as the founder, CEO, and Editor-in-Chief of Dieline, founded in 2007. Andrew started Dieline Awards in 2009 to formally recognize the world’s best consumer product packaging design. The awards competition was recognized as a “global phenomenon” in its first year. In 2010, he founded Dieline Conference, an annual conference for creative professionals in the packaging design industry. He now serves as Creative Director and Programming Partner for HOW Design Live, one of the largest annual gatherings of creatives in the world.
In 2014, he became a faculty member at ArtCenter College of Design in Pasadena, CA. Andrew was named Editor-in-Chief of HOW Design Magazine in 2015, making him the youngest editor of a design magazine ever.